Study of CSF in China's B2C E-Commerce Based on Expert Evaluation

Study of CSF in China's B2C E-Commerce Based on Expert Evaluation

Xinsheng Ke (School of Economics and Management, Beijing Jiaotong University, Haidian, Beijing, China) and Qi Sun (School of Economics and Management, Beijing Jiaotong University, Haidian, Beijing, China)
Copyright: © 2014 |Pages: 15
DOI: 10.4018/jeco.2014040103


E-commerce changed the habits of the customers in recent 10 years. Analyzing the changes in customer's demand and the characteristics of e-commerce in China more and more companies commit to the war online. Making scientific quantitative analysis on the factors to each other, the quantitative index system provides a broad prospect for development. What's more, in order to solve the implementation of China's B2C e-commerce, the problem that is badly in need of solving in more fierce market competition currently. Based on the expert evaluation, this paper puts forward the critical factors in China's B2C e-commerce system, using numerical method to construct ISM, so that the CSFs can be got,namely it will be easier for the decision makers to catch the important points during the process.At last the instance of Jingdogn can be the perfect model for the strategies and the CSFs in practice.
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2. Literature Review

This section provides a brief background to the B2C e-commerce research that attempt to support the evaluation of factors in B2C e-commerce using CSF method.

2.1. The Trend of the E-commerce

Around the world, the exploration of the e-commerce market has never stopped, and focus on the B2C e-commerce market is growing greater and greater in these 10 years. Many scholars are dedicated to finding all kinds of emerging characteristics of e-commerce market and users. Consumers' preference, efficient transportation infrastructure, and credit payment system have been regarded as the most important three factors in e-commerce market (J. Yu, 2006).

So experience marketing as a personalized consumer marketing emerged as the times required(An&Tian,2011).Data shows that compared with the standardized products and services, the personalized services and products are more helpful to the increase of products' added value and meet the users' needs better(Y.H. Yu & Wu, 2010).

Then, in the aspect of logistics, enterprises adopt outsourcing to conduct their logistic distribution. In order to choose the appropriate logistic provider, a detailed, in-depth logistic plan should be designed (J.J. Chen, Feng & Cai1, 2013). Jiang and Wang (2005) proposed that the design should be based on the size of logistic distribution centers and the characteristics of what the customers demand for business-to-customer (B2C) e-commerce companies. Besides, how to effectively manage return logistics, and achieve better customer satisfaction, is very important for every enterprises (Joffe, 2001).

Finally E-commerce trust has become the bottleneck of the development of e-commerce in China (Lu, Deng & Yu, 2006), proposing an e-commerce enabled model for secure electronic fund transfer, and discussing ways to mitigate challenges in building trust in B2C have been the vital task (Dey, Nabi & Anwer, 2009).

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